Goethe-Institut 2021 - Digital Ecosystems and Platforms

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Digitale Ökosysteme und Plattformen Definitionen, Chancen und Herausforderungen Dr. Matthias Naab www.digitale-oekosysteme.org Mexikanisches Wirtschaftsministerium 11. November 2021

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Technology changes Media & Data with Digital Products Technology changes Markets & Industries with Digital Processes Technology changes Economy & Society with Digital Business Models Digitization Digital Transformation Digitalization Digital Disruption

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New and innovative Services & Products Data-Driven Business Models Cross-Domain Business Models Digital Business Processes Offshore- Development & Operation Business Process Reengineering Radical Innovation Incremental Innovation Efficiency Optimization & Cost Reduction New Value Creation Digitization | Digitalization | Digital Transformation Digital Ecosystems

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© Fraunhofer IESE 21 Digital Ecosystems  Socio-technical system (organizations, people, digital systems, relationships)  Independent participants  Collaborating to generate mutual benefit  Collaboration based on ecosystem service, offered by ecosystem initiator, provided through digital platform Participants

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© Fraunhofer IESE 22 Ecosystem Service  Collaboration based on ecosystem service  Generates core benefit of the ecosystem  Provided by ecosystem initiator  Provided purely digitally Ecosystem Service

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Airbnb Lodging offers brokering of private accommodations provided by private hosts for travelers

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Ebay Marketplace offers brokering of any kind of goods provided by sellers for buyers

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Uber Ride offers brokering of transportation provided by private drivers for passengers

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Caruso Dataplace offers brokering of vehicle telematics data provided by OEMs for automotive aftermarket service providers

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© Fraunhofer IESE 45 Digital Platform  Core technical aspect in digital ecosystem  Realize ecosystem service and manifest ecosystem rules  Partners directly use the digital platform  Additional supporting features (e.g. payment, trusteeship, security, management of legal relationships, standardization, rating, …) Digital Platform

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© Fraunhofer IESE 46 Technology Platform Digital (Ecosystem) Platform Application / Business Logic Technology / Infrastructure Hardware Software Operated by Developer or Customer Externally Operated / as-a-Service Hardware Platform IaaS Platform Operating System Platform Runtime Environment Platform Runtime Environment Platform with Business Logic PaaS Platform PaaS Platform with Business Logic Marketplace Platform On-Demand Service Platform Communication / Interaction Platform Data Harvesting Platform Content Crowdsourcing Platform Content Distribution Platform Platform Economy Platform “Use the platform to build and run software on top” “Use the platform to consume its service and participate in the ecosystem”

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© Fraunhofer IESE 47 1 Digital (Ecosystem) Platform Application / Business Logic Technology / Infrastructure Hardware Software Operated by Developer or Customer Externally Operated / as-a-Service Hardware Platform IaaS Platform Operating System Platform Runtime Environment Platform Runtime Environment Platform with Business Logic PaaS Platform PaaS Platform with Business Logic Marketplace Platform On-Demand Service Platform Communication / Interaction Platform Data Harvesting Platform Content Crowdsourcing Platform Content Distribution Platform Platform Economy Platform “Use the platform to build and run software on top” “Use the platform to consume its service and participate in the ecosystem” Software Ecosystem Platform Application (potentially provided as SaaS) Application (potentially provided as SaaS) Technology Platform AWS IaaS, Azure IaaS Intel x64 Windows Java, .NET, Cloud Foundry AWS PaaS, Azure PaaS Salesforce Word Open Source ERP Systems Slack Eclipse, Firefox, iOS, Android AirBnB, Ebay Uber Youtube Wikipedia AdSense Waze Facebook, WhatsApp Examples

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© Fraunhofer IESE 57 Different Constellations of Ecosystem Partners Types All partners of same type e.g. Tinder, WhatsApp (Rare constellation) Provider / consumer e.g. AirBnB, Uber (Most frequent constellation) More partner types e.g. Foodora, Schüttflix (Rather rare constellation)

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Industrie 4.0 Smart Farming Smart Energy Smart Mobility Smart Health Smart Rural Areas Smart Teams Smart X Smart Ecosystems

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© Fraunhofer IESE 72 Mobility Internet Giants OEMs Suppliers (1st Tier ) Material & Tool Suppliers User Mobility Workshops Roadside Assistance Diagnostics Parts Trade Ambulance Dealership Gas Stations Leasing Insurance

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© Fraunhofer IESE 73 Domain Ecosystem Production / I4.0  Companies producing goods  Companies delivering machines  Companies integrating solutions  Companies providing software systems  Companies providing logistics services  …

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© Fraunhofer IESE 74 Digital Ecosystems in Production / I4.0  Companies brokering manufacturing orders  Companies brokering logistics services  Companies brokering manufacturing and warranty data  …

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© Fraunhofer IESE 75 Technology Platform Digital (Ecosystem) Platform Application / Business Logic Technology / Infrastructure Hardware Software Operated by Developer or Customer Externally Operated / as-a-Service Hardware Platform IaaS Platform Operating System Platform Runtime Environment Platform Runtime Environment Platform with Business Logic PaaS Platform PaaS Platform with Business Logic Marketplace Platform On-Demand Service Platform Communication / Interaction Platform Data Harvesting Platform Content Crowdsourcing Platform Content Distribution Platform Platform Economy Platform “Use the platform to build and run software on top” “Use the platform to consume its service and participate in the ecosystem” Manufacturing Broker IIOT Platform IIOT Platform IIOT Platform IIOT Platform I4.0 Examples No clear terms … again …

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New possibilities for business models and services Access to large number of ecosystem participants Simplicity by harmoni- zation and great user experience Openness for many participants and easy access Huge freedom of design Possibility for disruptive repositioning Great potential for growth and high scalability Network effects and participation in business Possibility to invest in growth, UX, attractiveness Chances by Digital Ecosystems

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This ecosystem thing can‘t be that difficult … We already built a platform … We just call it „ecosystem“! It is our ecosystem: it has to serve mainly us That‘s what our CDO is doing No one else will be able to initiate such an ecosystem Small innovations lead us in the future, as well We only care about ourselves We will care about the business model later … There is just no choice for our ecosystem participants The ecosystem has to deliver a RoI after 18 months We let a consultant just do this for us

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… unfortunately it is outside the comfort zone Big Picture End-to-End Long-term thinking Patience Data-driven business models Value networks Balanced Interests Missing overall control Crossing organizations Diversity Uncertainty No clearly prescribed ways and methods

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Business Technology Legal CORE Vision Strategy Engineering Usage Operation Governance ORGANIZATION Partner Scouting Casting & Matching Pairing & Engagement Technical Scouting Collaboration Evaluation PARTNERS Establishment Exploitation Nurturing COMMUNITY Observation Exploration Analysis Intervention COMPETITORS OTHER KNOWN PLAYERS Platform Economy Fraunhofer Digital Ecosystems Reference Model Google Apple Facebook Amazon Microsoft Samsung

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TANGIBLE ECOSYSTEM DESIGN SERVICE BLUEPRINT SERVICE MAP MOTIVATION MATRIX

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SERVICE BLUEPRINT

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SERVICE MAP

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MOTIVATION MATRIX

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Ecosystem Evolution Time Time Network Effects More Services More Benefits More Asset Types Business Volume Volume by Asset Consumers #Asset Consumers Volume by Asset Providers #Asset Providers Platform Status

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From the Outside, it seems to be just a Website or an App … Time Business Volume ~17.000 ~5.300 ~18 M ~22.000 ~75 M ~7.000 ~167 M ~12.700 ~50 M ~15.000 ~570 M #Employees #Consumers Successful ecosystems have been growing over 5 .. 20 years No quick ROI Patience over years Investment into fast growth

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 Develop Vision  Invent Requirements  Invent new Business Models  Safeguard existing Business Models  Integrate Business across Domains  Operationalize Ecosystems  Exploit large Customer Base  Exploit Data  Accept Uncertainty  Dare making Assumptions  Estimate Cost / Revenue  Acquire Funding Business Developer Chief Global Digital Business Transformer

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 Invite People  Convince People  Motivate People  Fight against Prejudices  Travel Globally (a lot!)  Know the Domains  Speak the Domain’s Language  Adopt new Domains quickly Corporate Communicator Chief Global Ecosystem Evangelist

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 Design Global User Journey  Consider End-to-End Usage  Consider Software and Hardware  Prepare Ecosystem UX  Transport UX to Contributors  Inspire Contributors  Design SDK UX for Developers User Experience Designer Chief Global User Experience Designer

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 Enable Business Models (+ Billing and Accounting)  Integrate across Organization  Integrate Existing Systems  Integrate Embedded and Information Systems  Know and Select Platforms and Technologies  Balance Variety of Quality Attributes  Design Reference Architectures  Enable Other’s Ideas  Provide SDKs  Master Big Data System Architect Chief Global Integration Architect

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 Establish Culture of Collaboration  Nurture Community  Clarify Responsibilities  Offer Incentives  Mediate Conflicts  Prepare Legal Matters  Enforce Entry and Exit Barriers  Qualify and Certify Partners Customer Advisor Chief Global Partner & Community Manager

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 Support the Ecosystem Vision  Staff Team Ecosystem  Free the Team from other Tasks  Identify a way to establish the new Ecosystem Business within or beside the Company  Balance between current Business and Ecosystem Business Top-Level Manager Chief Global Ecosystem Enthusiast

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Digitale Ökosysteme und Plattformen Definitionen, Chancen und Herausforderungen Dr. Matthias Naab www.digitale-oekosysteme.org Mexikanisches Wirtschaftsministerium 11. November 2021

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Digitale Ökosysteme: Welche Herausforderungen stellt der Aufbau und wie gelingt er? https://www.informatik-aktuell.de/management-und-recht/digitalisierung/digitale-oekosysteme-welche-herausforderungen-stellt-der-aufbau-und-wie-gelingt-er.html Digitale Ökosysteme und Plattformökonomie: Was ist das und was sind die Chancen? https://www.informatik-aktuell.de/management-und-recht/digitalisierung/digitale-oekosysteme-und-plattformoekonomie.htm Dr. Marcus Trapp Dr. Matthias Naab Dr. Dominik Rost Claudia Nass Matthias Koch Bernd Rauch